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So you want to learn more about LinkedIn’s Lead Generation Ads? Fortunately, you’ve come to the right place. At JumpFly, we happen to know a lot about lead generation ads and are ready to spill the beans. The question is, are you ready for this? Are you really ready?
Okay, calm down, guys … sit back in your seats. The excitement gained from that first paragraph needs to be tempered as at some point there is a need to explain LinkedIn’s lead generation ads. There’s no getting around it – learning about ad types in a blog article can get pretty boring. If it helps, pretend slick jazz legend Kenny G is playing you his mystifying 1992 mega-hit, Forever in Love, while LinkedIn lead generation ads are described.
Put simply, lead generation ads are just image ads that click the link to display a lead form hosted on LinkedIn instead of taking the user to the advertiser’s website. Wait what Let’s say it again. Lead generation ads … are image ads … that ask for a lead form … rather than a visit to the advertiser’s website. That’s pretty cool for both the user and the advertiser.
Below is an example of the lead generation indicator in action. The magic happens when the user clicks the call to action button. There are a number of calls to action to choose from. In the example below, however, it is the “Login” button.
Hot Tip: We’ve found the Download Now call-to-action option to be the most effective.
As soon as you click the “Sign Up” button, the lead form is displayed and the user shares their information in exchange for collateral. We have had great success with whitepapers, eBooks, and even links to pre-recorded webinars. Choose anything that you think will be really valuable to your audience that clearly shows interest in your product or service. Remember, they will not give up their information for free. So it is extremely important that you provide them with content that offers value.
Lead generation ads are unique in that they offer benefits to both the user and advertiser while both parties willingly give and take a little.
Let’s start with the user. In this case, the user is Dwayne “The Rock” Johnson. The Rock is on LinkedIn looking for opportunities for him. He just needs More Opportunities. He comes across an ad in his news feed promoting a whitepaper for a brand new tool he can use to automate his leg days. The Rock hates leg days. Of course, he wants to learn more, so he hits the “Download Now” button, which takes him straight to a lead form while staying on LinkedIn. He will be happy to give you his contact information in exchange for a whitepaper with information on the automation of these godforsaken leg days.
If the advertiser had shown The Rock a standard LinkedIn image ad, that link click would have taken them to the advertiser’s website. The nice thing about lead generation ads is that the user never leaves LinkedIn, resulting in much higher conversion rates. Instead of forcing The Rock to move their finger through your website to find a lead shape, they get one pre-filled Lead form directly on LinkedIn encouraging them to just hit the submit button. Boom. Done. Plus, the lead form is fully customizable – we prefer the combination of name, phone number, business email address, company, and industry.
The Rock meets “Submit” and he receives his whitepaper teasing the automation of leg days he desperately wants. Your sales team will receive their contact information so they can contact you by email or phone. The Rock loves the ability to automate its leg days, and you look forward to hitting that warm trail. Do You Smell What Lead Generation Ads Are Cooking? They eliminate user frustration by making the process easier. From an advertiser’s point of view, the lead’s contact information is directly on LinkedIn and can be easily downloaded into Excel.
Setting up the ads is pretty easy. All you need is a powerful picture, action-oriented text, and security that the user can download or view. Addressing the target group is also very easy. Keep the audience size small enough that you are sure to reach the right people. Depending on the niche in which the product or service you offer is located, this sweet spot can be between 80,000 and 300,000 people.
The most important aspect for advertisers is that you absolutely need to have downloadable content that adds value to the user who, luckily, shows enough interest to give you their information in exchange for that collateral. Answer these basic questions: Who are you as a company? What problem does your product or service solve? How did The Rock manage to beat Stone Cold Steve Austin in Wrestle Mania XIX? Give them just enough information so that in due time they can greet a call from your sales team. Without this hook, you might still get leads but they won’t pick up the phone or answer your emails when the collateral they signed up for is no longer sufficient.
For businesses that rely on leads, our digital marketing experts at JumpFly have determined that lead-generating ads are the most affordable, highest converting type of ad available on LinkedIn. They simplify the process for both parties and provide valuable information to both the user and the advertiser. Try it out today!